Explain the main metrics based on which the results of the team and each individual are evaluated. Proactively identify at-risk customers and prevent churn using automation, early warning insights, and more! After publishing my previous article on this topic, I received many practical questions on writing a playbook and tailoring it to the teams needs. Lets look at how to design your Customer Success playbook. scripts nicole jones lead customer call distribute joining tonight wanted notes team Hence it is unlikely that a templatized approach to playbooks would be very effective.

Creating a playbook for your customer success team allows you to have a single source of truth for the most common questions that both new and experienced team members ask. This definition is quite accurate in the case of Customer Success Management space as well. Allowing you to take a measurable approach on assessing the efficacy of your playbook design.

Make the playbook a document that your team members would want to read!

The dictionary defines the term Playbook as a book containing a sports teams strategies and maneuvers.

Dont be afraid that your description will contain too much detail its better than forgetting to add critical points that could lead to problems later on. Lets start by understanding what a playbook is.

Another important topic thats worth covering in the playbook is how and when the customer success team needs to collaborate with other teams. Dont miss an episode of the Customer Success Intelligence Podcast. The SaaS world has long moved on to a very iterative mode of developing products and services to stay current with the challenges that their customers face, so why should the approach of the customer success managers who handle such accounts as customers be any different. Few of the things might be same as other companys playbooks but the details are unique for your company. Understand your customers interactions with your product and make informed product success decisions. Check whether additional seats have been allocated? Bring efficiency, add scale, and connect user behavior to personalized actions. It helps enableyourcustomer success managers enableyourcustomers to best utilizeyourproduct for their business objectives. Get a complete view of your customer and all their moving parts. Before describing your teams processes, goals, metrics, KPIs, and more, spend some time reflecting on your teams purpose and how they make your clients lives easier. How to Overcome Customer Data Silos with SmartKarrot, What Is a Customer Success Specialist? However, you need to be careful while adopting out-of-the-box playbook templates by taking the time to ensure that they are oriented towards achieving the business objectives that you have set for yourself. Resources for new and seasoned Customer Success teams. Even though the customers might have procured your product to achieve the same business objective. Identify, monitor, and execute timely account expansions with real-time reports and indicators. Drive adoption, upsell and cross-sell using extensive product data.

Describe it! Automate your actions, alerts, surveys, and more. Having this section k allows you to save a lot of time that youd otherwise spend answering the same questions over and over again.

Lastly, having clarity on why these KPIs are used to measure performance enables your team to stay focused on their goals. Playbooks help you align your teams, and help make on-boarding of new CSMs easy. The number of variables here are varied. This section would also be a good place to highlight who to escalate questions/issues to and whose approval would be required in different situations. Its important to break down the various underlying factors that manifest themselves as problems (in this case, Low Adoption). For example, I added a collection of productivity tips for CSMs that proved to be incredibly efficient when I was a CSM. 26.

And it will also contain reactive approaches that tells your actions while intervening when a customer went off the path. Doing so creates an atmosphere of fairness and transparency, which is especially important when these KPIs have a direct impact on the team members salaries and bonuses. Features and SDKs you can integrate into your apps. For example, at Wrike: Clients are redirected to our Support team for technical questions, while CSMs cover value-related questions. Create surveys to get timely feedback from your customers. And never assume that the team should already know something and skip over it. Whatever else you choose to add to the playbook depends on your teams needs and what you consider important.

If there are certain reports that CSMs should be reviewing on a regular basis (e.g., their progress towards their retention targets), add the links to such reports in this section. The overall map of the analysis looked something like this.

Primary Roles and Responsibilities, We use cookies to ensure that we give you the best experience on our website. Its likely that many of these questions are repetitive and you already have them documented in emails, communication platforms, and other sources. Scenario:Suppose we are designing the playbooks for a SaaS company Akme Inc that has customer churn in excess of 10% which they want to bring down to a industry norm of 8-10% by addressing the problem of low product adoption. Lets take a customer call as an example. Manage, analyze, and optimize your customer interactions. List action items such as asking discovery questions, checking the clients progress toward the goals they set for your product, showcasing new releases, discussing adoption, scheduling a follow-up call in the end, and more. Add jokes, interesting examples, and personal experience. Define and track onboarding by phase, user progress, account, and portfolios. For example, at Wrike we use objectives and key results (OKRs). Employee success drives customer success. Announces $1M+ Extended Angel Round Funding, Problems that your customers are trying to solve when they procure your product/services, High-touch relationships (Dedicated CSMs/ Frequent In-person connects), Low-touch relationships (In-frequent in-person connects during steady state), Tech-touch relationships (little manual interference, lots of automation), Nature of the product (and the features it contains), Large User base (Operational tools deployed company wide), Small User base (Only power users or small user base), Change in key personnel/departure of champion, Competition releasing a disruptive/new feature, Usability/relevance of the product for the customers business objectives, Inadequate/Insufficient user onboarding support. To see how SmartKarrot helps B2B companies streamline and scale customer success. We have the insights, imagination, and technology that others dont. Deliver consistent customer experiences and repeatable success. This section shouldnt be a compilation of 100+ page instructions on CRMs, reporting solutions, and more.

These are: In our example, the exercise results in a high-level playbook like the following: Following a step-by-step approach like this will allow you to achieve the following: Playbooks are an invaluable tool towards building scale and consistency within CSM operations.

anthony The. For details please visit our, SmartKarrot Inc. So your job here is to gather all of these questions, exclude the ones that are too specific (or keep them, if youd like), and add them to the playbook. Aplaybookhelps you quality assure the basics of yourcustomer successmethodology. Make an objective assessment of what you really need by way of playbooks (and not needlessly clutter your CSM tools view). In our example, customer churn could be caused by several contributory factors some of which are: In this scenario, we have information that the customers often are unable to adopt the full feature set of the product thereby resulting in low perceived value and consequently less than optimal renewals and higher than normal churn. Once you identify the scenarios, then starts the important job of constructing the playbooks themselves. I recommend preparing clear checklists for each important activity.

And not become yet another checklist that will in fact, impede the speed of execution? The first step is to understand scenarios that we might need playbooks for. Playbook has become a significant buzzword in the customer success management circles in the last couple of years.

So it becomes easier to adapt to your working style through this playbook for a new CSM. Our annual survey captures the current state of CS Intelligence and automation. document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); ROI of Customer Education: How to Calculate the Value Effectively? Its also important to share how each metric or KPI is calculated. Create the right scoring system for your organization.

The purpose is to provide clear boundaries on which team is responsible for what, which issues the teams should be working together on, and how that collaboration should look. Having touched upon the factors that influence playbook design, lets look at an example of how we can use this information to create playbooks that are tuned to our requirements.

Ultimately, the CSM approach also must make viable economic sense and hence the depth of the customer success engagement must be corelated with the size of the business opportunity with a customer. Simply put, Playbooks provide a guided path towards handling repeated/recurring business interaction situations in the customer success management world. Customer success specialists are the first step in the hierarchy of th document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); See how SmartKarrot can help you deliverwinning customer outcomes at scale. Therefore, you must consider the following aspects as you embark on your journey of defining appropriate playbooks: Even if there was congruity in the all the above-mentioned variables, there is the size of the customer opportunity to contend with. One of the most important sections to have in the playbook is the FAQs.

Although it may be obvious to you as the manager, it may not be the case for your new hires. It can sometimes lead to an insight that, with the teams growth and development, your current processes are no longer accurate and need to be updated. Understanding your teams purpose and their impact on clients helps keep them motivated. When writing about this division in the playbook, I provided a relatively large set of examples on which questions can be considered technical and which are value-related. But, how do we decide that these will indeed be useful for CSMs to perform their day-to-day operations more effectively? Intelligence-driven, scalable insights for onboarding, adoption, retention, and revenue growth. Then explain where the field of responsibility of one team ends and another one begins. Playbook has become a significant buzzword in the customer success management circles in the last couple of years. How getting into a Product team helped me become a better Marketer. Provide a detailed description of all the processes that are critical to your teams success. A critical analysis might show some of the following factors as being responsible for the low adoption: Once we have identified the underlying factors, it is imperative to do a systemic analysis towards assessing how each of these factors the Customer Success Management team handles. Resources and insights straight to your inbox. Reach out to groups of customers when you need to. Describe how these metrics are connected to the companys global ones. Head of Global Customer Engagement @Wrike, Building a 1st Year Developer Relations Program, Why Big data Analysis is Important For Product Manag, 3rd in the Series: Foresight over Failing Fast, Data Management and Analytics for Product Mana, Product Manager interview guide for Leaders. Published 16 Apr 2020, Updated 6 Jan 2021. In his prior role as head of healthcare practice for a high growth US healthcare tech organization, he built a centralized knowledge house to drive customer-centric delivery. Common examples include sales, support, and product teams. While assessing these factors, a very high premium should be placed on the ability to have mechanisms which are consistent (repeatable), efficient (no wasted interactions) and scalable (can be adopted across the board for a large number of customers without additional overheads). Finally, describe what needs to happen after the call. There are a few things that need to be kept in mind while constructing a playbook. The purpose of aplaybookis to build scalable processes for yourcustomer successteam. The playbook consists of the proactive play that you would use to move your customer along the path of success. Customer success, support and client management posts written by wrikers. flip A positive, external effect of formulating the whys is that the manager will have the opportunity to reassess team processes on a general and granular level. Ritesh has over 20 years of experience collaborating with customers and adding value to their organizations. All in one place.

Prepare descriptions of the tools/solutions the customer success team use. Proactively uncover key insights and receive data-driven recommendations for your team. Send a follow-up email to the customer? All OKRs set for each team contribute to higher-level, departmental OKRs, which in turn contribute to company-wide global OKRs. Aligning playbooks to achieving your business objectives. audible

And the more advanced CSM tools provide playbooks as a part of their templates for CSMs.

But what do they really mean and how do we go about defining playbooks that make sense for our businesses. Certain steps are usually performed before the call, such as reviewing the clients history, analyzing usage metrics, etc. Instead, provide a brief description of potential use cases, what CSMs should be paying attention to (and what they shouldnt), and your teams best practices. Transcribe your calls and catch key phrases used by customers to trigger actions. In addition, understanding why the processes are built this way and not the other can help your team accept and follow them. Again, wherever possible, provide detailed instructions ideally in a checklist format. It always helps to take an iterative approach to deploying playbooks and testing these for efficacy and making incremental adjustments.

You may also want to rewrite the answers to be more concise and universal. What needs to be done?

There is no dearth of information available on playbooks. But what do they really mean and how do we go about defining playbooks that make sense for our businesses. The business objectives can be varied for every end customer depending on their business niche.

We arent just any Customer Success platform. Every step of the process that you, as a manager, consider important needs to be described properly. Improve decision making and actions for enhanced outcomes.

This eventually means that you should deploy different playbooks. As a manager, youre used to getting multiple questions from your team members on a daily, even weekly basis.

Lets look at how to design your Customer Success playbook. Then comes the call itself. A good starting point would be listing all the teams CS needs to work with on a regular basis.

So every CSM has a clear understanding of how their personal goals connect to the global goals. Youre a Product ManagerHow to Find Your North Star? In our example, we found that inadequate user onboarding was the underlying factor that needed the most work and therefore needed to have a playbook defined to drive consistent and predictable results. Its important to be as specific as possible to leave minimum room for any misinterpretations.

integrity Optimize product usage by monitoring in-depth user data and receiving actionable insights. A playbook saves managers time and helps clarify processes and goals. Get status updates, warnings, and extensive reports at the right time so you can make effective decisions. This would mean you may want to have a stratified approach for Super-star customers versus Point-solution customers. Create, monitor, and automate comprehensive Playbooks for every scenario.

In this article, Ill share my list of recommendations on what you should include in your CS playbook and why. In any case, make sure that the playbook is fun to read.

Increase your productivity real-time, automated alerts.

Does a CSM need to log the summary of the call somewhere in your CRM? For example, how to open a clients profile in the CRM before the CSMs scheduled call with them, what data points to look at, and how to log the call summary.

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